Discuss the importance of marketing research report in the overall marketing research process.
Answer
Marketing research report is the bridge between manager and researcher with regard to research findings. Even if research project is carried out with most meticulous design and methodology, if research results aren't effectively communicated using the research report to manager, research project may not be a success. This is since the research results won't help in achieving the major aim of any research project, which is to support decision making process.
Research report is a tangible output of research project and not only helps in decision making however also provides documentary evidence and serves as a historical record of project. Many a times, managers are only involved in looking at the research report (which implies oral presentation and written report) and hence most times research project is judged by quality of the research report. This has direct association with relationship between the researcher and manager. All of the above reasons suggest the significance of marketing research report